mobile automotive masterclass deck camerjam mobile marketing

How to fine tune your mobile sites & apps strategy

June 2012

3

1. Mobile Stats

2. Fragmentation

3. Build For The Future

4. Measure Performance

5. Think Multi-Channel

6. Checklist

Agenda

Founded in 2000 and listed on the Frankfurt Stock Exchange since 2006 210 employees across 6 European offices Over 40 employees in the UK Established in the UK since 2004 2011 Turnover £35m+ Current market capitalisation £30m

At a glance

Our clients

1. Mobile Stats

386,045

18,972 198,825

102,407

14,003

162,958

86,432

321,364

comScore 2012

Mobile Customer Journey

Awareness

Transaction

Advocate

Intrigue Attract

Engage Convert

Relationship Consider

Access to pricing, product info & reviews anywhere

Request brochures View promotional discounts

QR codes linking ATL to mobile site

Dealer locator on mobile site Receive latest offers and

invitations to events

Newsletter & latest product catalogue on mobile site

Use social media on mobile to ‘like’ & recommend Share wish list with friends and family

Mobile Media

Book a Test Drive

Packaging QR codes linking to mobile site, adverts, info

After Care, Make Payments, Accessories

2. Fragmentation

OS Breakdown - UK

iOS

Android

Symbian

BlackBerry

Bada

Other

iOS , Android

iOS 5.x

iOS 4.x

iOS 3.x

iOS updates

Browsers - UK

Apple Mobile Safari

Open Handset Alliance Android Build-in

Nokia Brwser NG

Dolfin

Opera Mini

Other

HTML 5

Don’t just take our word for it..

"There's rampant technology fragmentation across mobile browsers, so developers don't know which parts of HTML5 they can use” “HTML5 is promoted as a single standard, but it comes in different versions for every mobile device” “Issues such as hardware acceleration and digital rights management are implemented inconsistently. That makes it hard for developers to write software that works on many different phone platforms, and to reach a wide audience” Facebook CTO Bret Taylor, World Mobile Congress 2012

WHY is the mobile landscape so fragmented..

Standards are incomplete

Traditional development is pricey..

Measure Performance Response Time, Availability, Consistency

3. Build For The Future

21

Build For The Future Proxy-Transcoding vs. API Integration &

When To Develop In-House

When To Develop In-House

Full-Service Option

Consulting Concept

Wireframing

Implementation Programming Design

Go Live

In-House Development + Support

Consulting

Support Workshops FITML Templates

Consulting

Support

Implementation Programming Design

Support

Go Live

Concept

Wireframing

5. Think Multi-Channel

26

Think Multi-Channel

27

The web will have more touch points

in a larger digital ecosystem

Mercedes-Benz was looking for a global partner in mobile to: • Extend the reach of the brand • Foster brand engagement • Convey the premium brand proposition • Incorporate mobile into the multi-channel strategy • Drive test drive and brochure requests • Drive footfall at Mercedes-Benz dealers .

YOC has since been appointed as Mercedes-Benz’s retained global partner in mobile to deliver mobile internet and native app projects across all of their markets.

Mercedes

29

Multi-Channel User Experience - Mercedes

Mobile Web

Developed to introduce the new SL-Class, this app provides intricate detail about everything Mercedes-Benz. Features include the option to customise the latest Mercedes-Benz cars, a dealer locator, showrooms and full access to watch Mercedes-Benz TV.

Mobile Web - Tablet

T.- Site for optimum user experience on all tablet devices

iPad App – interactive digital brochure

Ideal platform to showcase their existing premium content & imagery from Mercedes-Benz print magazine. The app incorporates interactive functionality available online, such as videos, 360 degree view of models and nearest dealer locator.

Opel/ Vauxhall

YOC is Opel’s retained global partner in mobile to deliver mobile web and native app projects since 2005.

Opel/ Vauxhall

Mobile Media

Video configurator let’s users choose the car’s colour, rims and interior. Results are automatically displayed in the video and ready to share via social media.

36

Infiniti

37

Continental - branding

38

What Car?

PistonHeads

6. Check List

Measure Performance

Think Multi-Channel

Works on all devices & operating systems

Optimises content for each device

Response Time

Availability

Consistency

Checklist

Build for the Future

Works with new and existing sources

Offers ability to move development

in-house

External advice & support available if and when needed

Measure Performance Think Multi-Channel

Works on all devices & operating systems

Optimises content for each device

Response Time

Availability

Consistency

Checklist

Ensure Secure Payment

On-Premise Installation

Use Established Payment Providers

Only link to mobile-optimised sites

Build for the Future

Works with new and existing sources

Offers ability to move development

in-house

External advice & support available if and when needed

Thank You

© Somo Ltd.

AUDI AND SOMO: A YEAR IN MOBILE

13.06.2012

Naji El-Arifi | Technical Product Manager

@FizzyCustard

@somoglobal

© Somo Ltd. © Somo Ltd.

As the world’s largest independent

mobile marketing company,

Somo makes sense of mobile to...

Increase sales

Raise brand awareness

Make businesses more productive

WHAT WE DO

45

© Somo Ltd. © Somo Ltd.

We’re the mobile marketing experts.

Full-service, or one service,

the choice is yours.

HOW WE WORK

46

© Somo Ltd. © Somo Ltd.

We manage global

campaigns for our clients,

24 hours a day.

LONDON SAN FRANCISCO LOS ANGELES NEW YORK SINGAPORE

WHERE WE WORK

47

© Somo Ltd. © Somo Ltd.

WHO WE WORK WITH

© Somo Ltd.

EARLY 2011: GETTING MOBILE WEB RIGHT

© Somo Ltd. © Somo Ltd.

MOBILE SITE

50

Use of industry first technology – 360˚

car views

8% of all traffic to audi.co.uk is mobile

© Somo Ltd.

SUMMER 2011: ENHANCING EVENT SPONSORSHIP

© Somo Ltd. © Somo Ltd.

LE MANS APP SUITE

52

Top 10 in 47 countries

Ranked 3rd in Sport

237,000 minutes of engagement during

the race

© Somo Ltd. © Somo Ltd.

GOODWOOD FESTIVAL OF SPEED

53

© Somo Ltd.

LATE SUMMER 2011: RICH MEDIA TO SUPPORT ABOVE THE

LINE

© Somo Ltd. © Somo Ltd.

RICH MEDIA: AUDI BIRD

Cutting-edge HTML5 technology

Platform agnostic

Site visits doubled during campaign

A CTR of twice the industry average

© Somo Ltd. © Somo Ltd.

RICH MEDIA: QUATTRO WEATHER ADS

56

© Somo Ltd.

CONCLUSION 2012

© Somo Ltd. © Somo Ltd.

COMING SOON

• Fleet

• Enterprise

• Aftersales

58

New Technologies

• Keen to retain position at the forefront of AR in premium automotive

• Audio triggers

• Better use of Smartphone and Tablet hardware

Business tools

© Somo Ltd.

Confidential. © Somo Ltd. 2012

© Somo Ltd.

LONDON

Haymarket House

28 Haymarket

London SW1Y 4SP

+44(0)20 3397 3550

MAKING SENSE OF MOBILE

www.somoglobal.com

@somoglobal

hello@somoglobal.com

SAN FRANCISCO

181 Fremont Street

San Francisco, CA 94105

+1 (415) 230 2756

LOS ANGELES

1530 7th St, Suite 100

Santa Monica, CA 90401

+1 (310) 426 8685

NEW YORK

1440 Broadway

23rd Floor

New York, NY, 10018

+1 646 512 5127 Ext. 3432

SINGAPORE

50 Raffles Place, Level 30

Singapore Land Tower

Singapore 048623

+65 66323551

CHANGING THE WAY YOU TALK TO CUSTOMERS

CASE STUDY SMART CAR

“Smart car designer”

CASE STUDY MERCEDES-BENZ VANS

“Vito Sport Freestyle”

CASE STUDY MERCEDES-BENZ APPROVED USED

Specifically designed for iPhone, iPad and Android. Device recognition Seperate designs for lower end mobiles

Location: Nearest Retailer Maps Driving Directions

ACQUISITION

RETENTION

Cars on road Pub talk Rumour

Web

Advertising, TV Newspapers Magazines

PR, Road tests Web

Advertising, TV Newspapers Magazines

PR, Dealer visit Brochures, Web

Direct mail Dealer contact

Test drive Web

Dealer offer Negotiation

Web

Dealer meeting Payment Handover

ACQUISITION

Campaign Applications

Mobile Brochure

Test Drive Requests

Attention Loyalty for Life The Consideration Phase & Purchase

The Mobile Car Customer

Purchase

Mobile Response MobileTestdrive

Test Drive Conversion

Mobile Service

Customer Loyalty

Repeat Purchase

Mobile Locator Mobile CRM

EXAMPLE MOBILE STRATEGY & ROADMAP

Q1 2012 Q3 2013 Q1 2013 Q32012 Q3 2014 Q1 2014

Mobile Brochure

Mobile Test Drive

Mobile Brochure

Mobile TestDrive

Mobile Service

Approved Used Applications

Mobile CRM

Campaign Application

Campaign Application

STRUCTURAL ROLL OUT PROVIDES ROI

ATTENTION

PROFILING & DATA

CHANGING THE WAY YOU TALK TO CUSTOMERS

Mobile marketing overview

Mobile Marketing Magazine

Automotive Masterclass

13th June 2012

Mobile strategies

Brand Strategies Revenue

Strategies

Retention Differentiation Experience

Accessibility

Greater usage

Expectations

Comp advantage

Immediacy

Better service

Monetisation Acquisition

Lower CPAs

Greater returns

Mcommerce

New rev streams

CRM Strategies

Mobile strategies Brand Strategies

Revenue

Strategies

Retention Differentiation Experience

Accessibility

Greater usage

Expectations

Comp advantage

Immediacy

Better service

Monetisation Acquisition

Lower CPAs

Greater returns

Mcommerce

New rev streams

Contact points

(Service info)

(Dealers)

(Mapping)

(Mobile Manual)

Tech credentials

Innovation

Distribution of

new news

Speed of response

Location offers

Test drive booking

QR code information

Low Behavioural CPC

Additional services

Advice lines

Gaming

Automotive Strategies

Once you’ve invested in

creating your mobile

properties and presence,

how do you maximise their

success?

Mobile activity process

Business and

Marketing

Objectives

How could Mobile

be used to help

achieve these

objectives?

What is the most

effective way of

delivering the

strategy?

What is the

mobile activity

achieving?

How can we

maximise

Mobile’s

effectiveness?

The Role(s) of

mobile

Mobile

development Mobile delivery

Mobile strategy

Campaign

evaluation

How can we best

engage with our

audience in

mobile?

Maximising Mobile Success Mobilising existing activities

ATL advertising

Fixedline search

Instore/promo material

Existing CRM

Email marketing

Fixedline Display/Behavioral

Sponsorships

TV Advertising

Website

Partnerships

VOD

Activate Mobile Marketing

Mobile Search

Display Advertising activity

SMS/MMS marketing

HTML mobile Activity

Mobile video/prerole

Appstore/marketplace presence

Mobile SEO

Publisher/Carrier partnerships

In Game marketing

Mobile email marketing

Mobile social delivery

Incentivised downloads

Mobile Opportunity minefield

Mobile opportunities

Partnership

Publishers

carriers

Site integration sponsorship Customerbase leverage

Mobile

search

Google

Bing

Yahoo

Search for info

Search to MSite

Mobile

Destinations

competition

Further

information

CRM

Social

media

usage

Msite Signup

Interact Search

Mobile

advertising

Rich

media

Preroll

video

CPC

App

Richer Msite

experience

SMS/

MMS

Locatio

n

behavio

ura

l

Tim

e s

en

sitiv

e

Three essential ingredients

Tracking Creativity

Effective

Planning

and Buying

Effective tracking

Banner/

HTML Ad Unit Tracking

Bannerclick

Network

Publishers

App downloads

Events

Section

searched

Actions taken

Location

Optimisation

Banners

Networks

Time of day

Day of week

Publisher

Publisher groups

Virtual CPA

Behavioural groups

Usage

H/M/L Usage

Activity Usage

Retargeting

Msite

Application

The Right Tracking

Publishers (CPM)

Networks (CPC)

Carriers

(CPC/CPM)

Mobile Creative

Rich Media Advertising Effectiveness

Ad awareness

Increased By

25% For

expandable

banners

Smartphone

Users are 50%

more likely to

recall an

expandable

banner

Source: IAB UK

Multi Banner HTML5 Expandable

Multi Banner HTML5 Expandable

Multi Banner HTML5 Expandable

Multi Banner HTML5 Expandable

Multi Banner HTML5 Expandable

Multi Banner HTML5 Expandable

Rich Media Capabilities

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ANIMATION

Fluid automation engine with

high performance sequencing

IMAGE GALLERY

Tactile galleries with

thumbnails & downloads

360 Degrees

Product Rotations &

Panoramas

FORM CAPTURE

Text, pull down, checkbox &

form validation for lead gen

SHAKE & TILT

Accelerometer control for

engaging experience / games

FACEBOOK

Post to wall on Facebook

SMART DAYPARTING

Creative or offer varies by

time of day

TWITTER

Post status update to Twitter

DRAG & DROP

UI for puzzles, builders and

more

SOUND BOARD

Tap to play sound immediately

COMPLEX ANIMATIONS

Slide, fade, object paths and

more

Mapping

Link through to Google maps

with option for branded pins

What can be provided?

Ads run Across iOS & Android devices (

others to come Q2 2012 )

All Ads we create can be served through

all major mobile ad networks and 100+

premium publishers

100

The most cutting edge HTML Ad Creation

service

Build Once, Run Everywhere

Creative Banner delivery - HTC

Rich Media For Automotive

Ad units that can:

Showcase TV ads

Deliver exclusive content

Interaction with the brand/the car

Sign up for a test drive

“drive” the vehicle

Map dealer locations

Like/tweet/connect/join

Competition ( data capture)

Planning Mobile activity

Branding Works on Mobile

Average Brand Lift of Mobile Display Campaigns

+44%

+13%

+24% +16%

+76% +58%

1) Sample includes hundreds of mobile display campaigns Source: Goole: Insight Express Online & Mobile Norms, Nov’07 to Dec’09

Mobile Drives Response

Separating out mobile campaigns from desktop drives

significant performance gains

Source: Google internal data, 10

5

Conversions Click Through Rate

+43% +80%

Cost Per Acquisition

-15%

The P&B Rule book

1. Make sure your activity is trackable

2. Use the right solutions for the objectives

ie clicks, impressions, video, data capture,

click to call etc

3. Mobile is not just search, its also

Networks, Publishers and carriers

4. Test, learn and implement

6. Buy effective prices not the cheapest

Thank you

@yodelmobile